This year is an exciting one for Cheltenham Festival, not only will the original cup be presented this year but Magners Irish Cider joined forces with Cheltenham as the exclusive sponsor of the Cheltenham Gold Cup and as presenting partner of the Festival.
2019 will see the first Magners Cheltenham Gold Cup, the one we’re all waiting for running on Friday the 15th of March, the final day of the event.
This is the first major horseracing sponsorship by the company, and they’ve managed to secure a four-year contract with the Jockey Club, who own 15 major racecourses, including Cheltenham.
With a change of branding to refer to the festival as being ‘presented by Magners’, the Irish cider company are enthusiastic about being a part of such an iconic event.
Jason Ash, marketing officer for C&C Group plc, who own Magners has commented on the new venture which will be in place until 2022.
“Famous for our Irish heritage, sociability and positive view on life we are truly excited to put our name to the most prestigious jump race in Europe and partner with one of the UK’s best sporting and social occasions as a platform to engage fans and bring Magners to a global audience.”
With a third of the 260,000 tickets for Cheltenham purchased by Irish race-goers, the partnership seems to be a perfect fit.
Cheltenham’s Regional Director for the Jockey Club Racecourses, Ian Renton, seems to agree.
““To work with Magners over the next four years is something our whole team is hugely looking forward to. I believe this partnership with a brand of provenance and heritage like Magners will provide a big opportunity for both parties.
In the build-up to The Festival™ each year, a third of the tickets purchased are by Irish race-goers, so we feel this partnership is a great fit and we’re delighted to be working alongside a partner with such a strong Irish heritage and appeal in the UK, Ireland and beyond.
As well as looking forward to staging the first Magners Cheltenham Gold Cup, 2019 will be the first time The Festival™ has had a Presenting Partner to promote the whole event to an even wider audience.”
Let’s raise a glass to what should be a very successful 2019 for Cheltenham and Magners. If you’ve not yet signed up for your copy of our Cheltenham race guide then simply sign up here.
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